可以说,“品牌定位”、“营销渠道”、“市场细分”等属于现代营销范畴的概念已经深入人心,成为许多企业经营者常挂于口的话题。但据笔者在几家国内企业工作、以及为企业提供营销咨询的经验,真正对现代营销理论有一个比较系统、完整了解的企业经营者并不多见,大多数企业经营者对营销内涵的理解显得相当模糊和混乱。最常见的一种观点是将营销等同于广告。相对而言,营销显得比较抽象,而广告却可以通过各种媒介活生生地展现在每个人的面前。广告商实际上承担了绝大部分企业营销策划的角色,成为企 It can be said that the concepts of “brand positioning”, “marketing channel”, “market segmentation” and the like which belong to the category of modern marketing have been deeply rooted among the people and have become the topic that many business operators are often hung on. However, according to the author's work in several domestic enterprises and the experience of providing marketing consulting for the enterprise, there is really not a lot of business managers who have a comparatively systematic and complete understanding of modern marketing theory. Most business operators understand marketing connotation Looks rather fuzzy and confusing. The most common point of view is to equate marketing with advertising. Relatively speaking, marketing appears to be more abstract, but advertising can be vividly displayed in front of everyone through various media. Advertisers actually assume the role of the vast majority of corporate marketing plan to become a business